MASS MEDIA AS THE AGENT IN PUBLIC POLICY (THEORETICALASPECT)

In the article the author suggests to consider mass media not only as the basic communicative form of public policy organization, but also as an integral structure. Thus, economic and organizational aspects of its activity influence mass-media execution of its functions in the public policy sphere. The solution of the problem of formation of effective strategy of behaviour depends, first of all, on the way of the analysis of mass media and development of corresponding recommendations on its basis. Besides, an important factor is the concrete definition of the concept "mass media". In the "mass media" definition there are a lot of subjects that intertwine, and there appears a problem of ordering of such various points of view. In the most general sense it is possible to present "mass media" as a universal name for the forms of communication aimed at the mass audience and realized through a certain information transfer channel. The concept of mass media becomes defined only in combination with certain concretising indicators, the information transfer channel, distribution area, genre characteristics etc. are among them. Such understanding of mass media in combination with their placement in the public policy sphere allows analysing the problems of mass media functioning most effectively. The position which mass media occupies in public policy sphere can be considered in two various aspects: firstly, from the point of view of external factors of environment - relative properties (real position in the sphere), secondly, from the position of internal properties, with the necessity characteristic of the agent. In this case, the definition of the agent position in the sphere means consideration of capitals, and definition of internal conditions - the analysis of habitus structures belonging to the agent.